Originally founded by world champion nail artists Tom Holcomb and Tom Bachik, Entity was formed with the goal of empowering beauty professionals with superior products, education, and tools for success.
Some things never change. Entity Beauty may be celebrating 10 years in the professional nail industry, but the company continues to offer products that are timeless, classic, and elegant. Originally founded by world champion nail artists Tom Holcomb and Tom Bachik, Entity was formed with the goal of empowering beauty professionals with superior products, education, and tools for success. The input of these stellar nail artists and others produced Entity Nail Couture and Entity One Color Couture. In addition, Entity’s Nanovive Skin Revival System, Rainforest Body Couture, and Entity One Gel Technology brought nanotechnology to nail professionals. Entity was recently acquired by Nail Alliance, whose brands include Hand & Nail Harmony, Artistic, Red Carpet Manicure, and Morgan Taylor.
We asked Leslie Randall, an Entity founding team member, to take a look back to the company’s beginnings and a look ahead to the future.
Entity celebrated its fifth anniversary in 2010 at ISSE where it originally launched its product line.
When Entity was launched by Tom Holcomb and Tom Bachik, what was the focus of the brand?
Randall: When we developed the Entity Beauty line, we wanted to create product that could handle something tougher than any world championship: day-to-day life in a nail salon. With that in mind, we developed state-of-the-art products that capitalized on the most innovative science available. The result was a product line that was not only more workable, it was more durable.
Are you bringing that focus back for the 10th anniversary?
Randall: We are proud to say that the formulas created by our founders remain unchanged to this day. We have always manufactured to a standard, not a price, and we don’t have any plans to change that. The names and faces may have changed over the years, but our products continue to stand the test of time.
Entity’s Couture Nail Studio was named a favorite new product in NAILS’ 2005 Readers’ Choice Awards.
When nail techs think of Entity, what do you hope they think of?
Randall: Entity was founded on the fusion of two phenomenal schools of thought — the competition arena and day-to-day life in the salon. Our signature style nails are beautifully sculpted creations that are truly wearable — the best of both worlds.
What does your educational team structure look like now and are you working on building your team further?
Randall: At Entity, we believe that the best products are made better by education. We empower artists to perform at the top of their ability by sharing the information they crave, whether that’s a sneak peek at next season’s design trends or tricks for creating machine-perfect French nails every time. Entity was founded on the idea that nail techs learn best from other nail techs and we have a team of worldwide educators who agree.
What is the future of Entity?
Randall: Entity is growing stronger than ever. We have never been more dedicated to or had more resources focused on our continued growth and success. We anticipate doubling our business in the next year.
The company displayed its Entity One Color Couture soak-off gel polish and a new LED lamp at the Premiere show in 2011.
How does the recent purchase of Entity by Nail Alliance affect your position in the industry? How will that change the brand?
Randall: Entity is proud to be a part of the Nail Alliance family and the acquisition only strengthens our position within the industry. Nail Alliance is passionate about sourcing the finest products and believes that purity, consistency, resilience, and workability define the integrity of products. Extensive research and development goes into each product, utilizing state-of-the-art technology and extensive salon testing. This philosophy along with the fact that Nail Alliance was also founded by nail artists who are 100% dedicated to the growth of nail professionals aligns perfectly with the Entity brand and we look forward to continued growth and development.
What achievement are you most proud of?
Randall: The celebration of our 10th anniversary has to be it!